Genius Sports Limited, a data, technology and commercial provider that powers the ecosystem connecting sports, betting and media, on Thursday unveiled a new strategic partnership with MEDIAPRO Canada, an independent broadcast services, rights distribution and production company.
The two parties said the agreement will help grow the domestic and international addressable market for Canadian soccer, through Genius Sports’ official data, streaming and marketing solutions.
In 2019, MEDIAPRO Canada sealed a 10-year partnership with Canadian Soccer Business (CSB), the enterprise that represents all commercial interests of the Canadian Premier League (CPL) and Canada Soccer.
Through the partnership, MEDIAPRO Canada was tasked with promoting the sport, including the management of the global and domestic media rights to all CPL and Canadian Championship games.
OneSoccer, MEDIAPRO Canada’s dedicated soccer streaming platform, nowwill integrate Genius Sports’ live data and content into its live viewing experience for fans.
Genius Sports said its data-driven marketing technology will help to expand MEDIAPRO Canada’s domestic audience by driving OneSoccer subscriptions through personalized promotions and offers.
Genius Sports also has been granted the exclusive worldwide rights to distribute live video streams for all CPL and Canadian Championship games, which it said will help reach new soccer fans worldwide and drive further in-game engagement.
Sportsbooks will be able to access official data rights to Canadian soccer through Genius Sports’ existing partnership with CSB.
“We are delighted to seal this agreement with Genius Sports, one of the leading data and technology companies in the sports media landscape,” Oscar López, CEO of MEDIAPRO Canada, said in a statement. “We are confident that Genius will help unlock the value of our digital assets and extend the reach of our brands across new markets. The partnership also strengthens our commitment to transparency at a time when Canadian soccer is reaching new heights on both the domestic and international stage.”
Mark Locke, CEO of Genius Sports, added, “The convergence of official data, betting, streaming and marketing is rapidly changing the sports landscape across North America. Our technology is driving this convergence and at a time when Canada is embracing single-event sports betting, we are proud to have partnered with MEDIAPRO Canada to deliver the fan experiences of the future and grow Canadian soccer.”